Jigar Soni

Work

What I've worked on.

Selected case studies across D2C, e-commerce, and lead generation. Real work, real context, real numbers.

Growth StrategyAgency · Client workActive

Ethnicwear · Inventory Analysis · Growth Strategy

₹12.33 crore sitting in out-of-stock products. We found it before the competition did.

While managing paid media for this ethnicwear brand, conversion was consistently underperforming despite strong traffic. Creative, targeting, and landing pages all checked out. The problem was upstream — the best-selling products weren't available. I commissioned a 365-day inventory analysis across 9,745 SKUs to quantify the damage.

  • ₹12.33 Cr in estimated revenue lost to stockouts over 365 days
  • Top 300 SKUs were out of stock for an average of 141 days (39% of the year)
  • 41% of top 300 SKUs unavailable for 180+ days — more than half the year
  • Only 13% of top 300 SKUs maintained full availability
  • Modelled ₹17.92 Cr revenue potential with full stock availability (+220%)

Conversion Lab · Dec 2024 – Dec 2025

Full case study
Paid Acquisition & ScalingAgency · Client work

Premium Women's Apparel · Google Ads · Full-Funnel

The account showed 10x ROAS. I broke it. Then I built it back.

Inherited a Google Ads account reporting 8–10x ROAS. Found a double-counting error in conversion tracking — every number in the account was inflated. Fixed the tracking, watched the numbers drop, then rebuilt with a full-funnel structure. Year 2 delivered 71% revenue growth on 40% more spend.

  • Identified and fixed conversion double-counting — first accurate ROAS reading was 3.32x
  • Google Ads revenue grew 71% year-on-year (₹69.5L → ₹1.19Cr)
  • Spend grew only 40% — efficiency improved as the account scaled
  • Average ROAS improved from ~3.8x (Y1) to 4.67x (Y2) on accurate tracking
  • 60-day CLV of ₹13,464 against CAC of ₹3,408 — payback period under 60 days

Conversion Lab · Sep 2023 – Jan 2026

Full case study
Paid Acquisition & ScalingAgency · Client workActive

D2C FMCG · Revenue Growth · Meta & Google Ads

₹30L to ₹54L monthly revenue in 5 months for a D2C FMCG brand

At Conversion Lab, I managed paid acquisition and full-funnel growth for a D2C FMCG brand. The brief was to scale revenue while keeping margins healthy.

  • Scaled monthly revenue from ₹30L to ₹54L (80% growth) within 5 months
  • Managed both Meta Ads and Google Ads with coordinated budget allocation across the funnel
  • Set up GA4, Meta CAPI, and Conversion Tracking for cleaner attribution
  • Led integration of Shopflo and Gokwik to improve checkout conversion
  • Worked closely on abandoned cart recovery using Contlo

Conversion Lab · 2022–Present

GEO LiftAgency · Client workActive

Skincare · Google Ads · Geographic Expansion

+39% non-TN revenue growth for a skincare brand through Google Ads restructuring

A TN-based skincare brand with strong home-market performance but stalled national growth. The problem wasn't ad spend — it was that national campaigns had no geographic visibility, so underperforming states were dragging down results from high-potential ones.

  • Non-Tamil Nadu Google Ads revenue grew 39% year-on-year to ₹2.77 crore
  • Karnataka delivered 8.05x ROAS after state-level campaign restructuring
  • Bihar improved from 0.67x to 3.44x ROAS year-on-year
  • Uttar Pradesh improved from 1.58x to 3.52x ROAS year-on-year
  • Rebuilt account structure with state-level segmentation across shopping, search, and PMAX

Conversion Lab · Jan 2024 – Jan 2026

Full case study
Paid Acquisition & ScalingIn-house role

Real Estate · Lead Generation · Meta & Google Ads

10,000+ leads and 60% lower CPL for a high-value real estate brand

Beforest was a different kind of brief — high-ticket real estate with long sales cycles. The challenge was generating quality leads efficiently enough to make the economics work.

  • Generated 10,000+ leads through Meta and Google Ads campaigns
  • Reduced CPL by 60% through audience refinement and landing page alignment
  • Helped facilitate closure of 28 high-value deals averaging ₹47 lakh each
  • Executed email campaigns alongside paid to nurture leads through longer cycles
  • Onboarded an SEO consultant and supported a full website redesign

Beforest, Hyderabad · Oct 2021 – Dec 2022

Paid Acquisition & ScalingAgency · Client work

Agency · Multi-Industry · Facebook Ads

Campaign delivery for Mercedes Benz, KIMS Hospitals & Toni & Guy

Early-career agency experience managing digital campaigns for premium brands across automotive, healthcare, and lifestyle — where disciplined process and structured reporting mattered as much as results.

  • Managed Facebook Ads campaigns for a regional Mercedes Benz presence
  • Coordinated digital campaign delivery for KIMS Hospitals
  • Executed organic and paid social strategy for Toni & Guy India
  • Developed structured reporting and client communication workflows

Conversion Bug, Hyderabad · 2017–2019

Next step

Looking for a performance marketer?

If you're leading a D2C brand and need someone with hands-on paid media experience and a strategic head on their shoulders, I'd like to hear about the role.

Get in touchMore about meView resume